Creative Brief

The PCL Mental Health Stand Down video captures a transformative moment in the construction industry, where the focus shifts from physical safety to mental well-being. Partnering with the Association of General Contractors (AGC), PCL California Buildings orchestrated a groundbreaking event across job sites, aiming to destigmatize mental health discussions. This entry encapsulates the essence of the stand down, fostering open dialogues and promoting a culture of care within the construction sector.

Key Objectives:

·         Raise Awareness: Shed light on the importance of mental health discussions within the construction industry.

·         Foster Dialogue: Encourage open conversations and destigmatize discussions around mental health challenges.

·         Amplify Impact: Extend the reach of the Mental Health Stand Down initiative beyond physical locations to a broader audience through compelling storytelling.

Creative Approach:

The video serves as a powerful medium to convey the emotional depth and significance of the stand down. Through captivating visuals and heartfelt testimonials, viewers are immersed in the dialogue, experiencing the raw authenticity of the discussions firsthand. By leveraging the potency of storytelling, the video transcends traditional boundaries, elevating the narrative surrounding mental health in the AEC industry.

Why It Should Win:

The PCL Mental Health Stand Down video encapsulates a pivotal moment in the construction industry's journey towards prioritizing mental well-being. It doesn't merely document an event; it embodies a cultural shift, championing vulnerability and empathy in an industry often characterized by stoicism. By amplifying this message through a compelling digital narrative, the entry sparks critical conversations and inspires lasting change.